Thule Subterra is a premium line of sleek, durable travel bags and luggage designed for modern, style-conscious travelers. Built for both business and leisure, the collection combines smart organization with rugged materials — ideal for those who want functionality without compromising on design.
Insight: Wired into our DNA is a deep, ancestral urge to explore — a trait that has shaped human history and continues to drive us today. Even in the context of modern city life, this instinct persists. We seek movement, discovery, and a sense of freedom beyond the routines of the everyday.
Thule, long associated with products that enable exploration, channels this legacy into the Subterra luggage collection. Designed for the modern urbanite, Subterra is more than just luggage — it’s a means of liberation. With smart organization, durable design, and refined aesthetics, it removes the friction of travel and empowers spontaneous movement. Whether it’s a weekend escape or a global journey, Subterra supports a lifestyle driven by curiosity, flexibility, and the freedom to go when the moment calls.
Brand strategy, concept development, mission statement, and messaging.
Client: Thule
Agency: Brandvisory/Schulz
